Hype DC debuted a brand new store concept, created in collaboration with Melbourne studio Noise Noise Noise.
The first iteration of the new concept opened in QVB Sydney on May 30.
The minimalist design features formed concrete plinths, which take on the shape of draped fabric.
Reflective foils bounce light from the ceiling, while tarpaulins line the walls.
Stainless steel fixtures with soft LED lighting and rubber inlay details make up premium displays, whilst transparent cast rubber shoes are also scattered through the mix.
Hype DC QVB will provide the first look at new silhouette franchises and new international brands Hype DC will be offering later this year.
It will be the only store in Australia to provide the very first pre-release of the New Balance X90 silhouette.
Other new releases for the month of June include:
- Converse x Golf Le Fleur*
- Exclusive re-stock of Puma Thunder Spectra
- Limited release of New Balance ‘Made In USA’
- First time Hype DC will showcase R.M.Williams
- Runway sneaker styles from Lacoste
- Global release of the Adidas OG Samba in its original colour ways
- First look at its extended range of new sneaker care products
The Hype DC in-store team will wear custom designed unisex coach jackets, t-shirts, lanyards and socks.